May 10
5
Catalog Design- Backdrops and Backgrounds
Backgrounds and Backdrop Catalog Design Planning
1. Photography can play on the sense of touch as well as the sense of sight. Here, Denes Petoe uses a collage of fabrics and textures to counterpoint the suppleness of beautifully grained leather
Backgrounds and backdrops need to be carefully thought out and chosen. Color and texture should be used considerately and psychologically. Props and accessories need to be logically planned and strategically placed. The products must be well composed within the frame of the designated space allocation. Lighting should be dramatic, defining and well placed.
These are all creative and artistic judgment calls that are imperative in accomplishing effective catalog photography, but they should be directed by common sense and by sound marketing principles. Given its proper respect and creative guidance, in order to stop action and movement.
They are single lens reflex cameras (or SLR’s) and utilize either 35MM film or 2¼”x2¼” film. Stop action capability allows the fashion models to move and sway, to turn and change pose, which can show the garments being worn to a better advantage. Shooting 35MM or 2Y4” film also gives the opportunity to expose more film, so that the art director has from one to three rolls of 36 exposures each from which to select the shot for reproduction. There is more grain inherent in these films than in the large format films, and an oversized enlargement will tend to show that grain in reproduction.
2 .Rosemary Howard selects a background that adds insight to the merchandise. The Central Park setting has a nonchalance that’s perfect for sophisticated sportswear.
In Chapter Four we cover the basics of lighting techniques for catalog photography. It is necessary for designers and art directors to have some knowledge of what can be done with lighting, so that their concepts as presented to the photographer are realistic and attainable. Recognizing the contribution of photography to catalog marketing is one step toward achieving the finest display for merchandise. Better display translates to more dollar sales and to more efficient shooting schedules.
3. Even minute details can play significant visual and psychological roles in well planned photography. The border of these wicker chairs suggest the pattern of the model’s jacket; the pearls and French wine are trappings bf a cosmopolitan lifestyle. Photograph by Rosemary Howard.
Basic camera body formats used in catalog photography relate to the film size. View camera bodies include 4”x5”, 5”x7” and 8”X 10” respectively, with each of the sizes quoted indicating the actual size of the film accommodated. 4”x5” equipment will provide more of a range of depth of field than the other two view camera sizes. This means that a tighter focus can be held on items placed deeper and further into the frame from products shown in the foreground.
Hand held camera formats used in catalog photography are primarily used for fashion shootings in order to stop action and movement. They are single lens reflex cameras (or SLR’s) and utilize either 35MM film or 2¼”x2¼” film. Stop action capability allows the fashion models to move and sway, to turn and change pose, which can show the garments being worn to a better advantage. Shooting 35MM or 2Y4” film also gives the opportunity to expose more film, so that the art director has from one to three rolls of 36 exposures each from which to select the shot for reproduction. There is more grain inherent in these films than in the large format films, and an oversized enlargement will tend to show that grain in reproduction.
In Chapter Four we cover the basics of lighting techniques for catalog photography. It is necessary for designers and art directors to have some knowledge of what can be done with lighting, so that their concepts as presented to the photographer are realistic and attainable. Recognizing the contribution of photography to catalog marketing is one step toward achieving the finest display for merchandise. Better display translates to more dollar sales and to more efficient shooting schedules.
